What this is: A collection of exact phrases your ideal clients use to describe their struggles. You'll reference this when writing ANY website copy to make sure you sound like them, not like a therapist.

Why this matters: "I experience rumination and cognitive distortions" is therapist language. "My brain won't shut off and I replay conversations for hours" is client language. Client language creates recognition. Therapist language creates distance.

DO THIS NOW: Build Your Language Library (15 Minutes)

Step 1: Review intake forms, consultation notes, client emails (10 minutes)

Look for phrases where clients describe:

• Their struggle
• Their frustration with past therapy
• What they wish was different
• How they describe themselves

Write down 10-15 exact phrases.

Examples:

• "I say yes when I mean no, then resent everyone"
• "Everyone thinks I'm fine but I'm barely holding it together"
• "I left therapy with just validation, no tools"
• "I wish I could start this week instead of waiting a month"
• "I'm the reliable one everyone calls in a crisis"
• "I rehearse conversations for days before hitting send"
• "I Google 'am I a narcissist' at 3am"

Write yours: _________________________________

Step 2: Group by pattern (5 minutes)

Look at your list. What patterns emerge?

Common struggles? Common frustrations? Common self-descriptions?

Write 3-5 patterns you see: _________________________________

This is your language library. Reference it when writing headlines, recognition sections, any copy. Use THEIR words, not therapy terms.